Download Effective Communication with the Media

Effective Communicatio
with the Media
Module 6
RISK COMMUNICATIONS WORKSHOP
Paramaribo, Surinam, June 28-30, 201
Contents
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Institutional Communication institucional and
media
How to work with the media
Planning
Media Plan
The institutional spokesperson
Media Monitoring
Mass Communication Media
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TV, radio, print press, internet, are the main
intermediaries in the relationship institutionpopulation
•
No institution can do without the mass media. I
the preparation, response and recuperation of a
public health emergency these can play an
essential role in the diffusion of information to a
quantitu of audiences in time record
•
Nevertheless, sometimes they can influence
disinformation, confusion and chaos.
Mass Communication Med
Can be an
instrument to
denounce
when finding
lack of
transparency,
veracity and
objectivity
The mass media need news.
When the official sources of information are n
them, journalists will look in alternative
often not reliable.
Institutions and mass media have d
objectives when communicating
The relationship between institution
and the public is complex
Discrepancies between institutions
mass communication media (1
What do disaster
managers expect
from mass media?
• Engage mass media as
partners, allies,
colleagues
• May mass media become
“amplifiers” for your
messages.
What do th
• Mass media
observers
• Mass media
selective, so
they change
message an
“noise”.
Discrepancies between institutions
mass communication media (1)
What do disaster
managers expect from
mass media?
• Mass media to show
reality faithfully
• Mass media must
disseminate uniformed
reports about the situation
and solely those
recommendations done
What do they
• Mass media
build their rea
• Mass media
official spoke
and make
recommenda
different sour
always comp
Where do these problems arise f
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Profound mutual ignorance between institutio
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Institutions are not sufficiently prepared to wo
media

Lack of knowledge and experience on behalf
journalists on issues such as risk managemen
health
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Some media do not have enough resources (
material) to prepare information.
What to do?
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To know the main characteristics of media
radio, print, internet): internal structure, clo
coverage, (national, local, international),
advantages and disadvantages, political p
This will allow you to develop a more accu
coordinated work
Planning! Develop previous relationships w
journalists from the main media, work trus
credibility, as well as before, during and af
public health emergency.
What to do?
During the preparation it is important
insert in the agenda of media those i
related to risks and measures to prot
population’s health. Meet with journa
prepare the material. Remember tha
media have the power to influence th
concerns and perceptions of their
audiences.
What to do?
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To influence the mass media requires
creativity, persistance, research and s
of self-criticism. Health issues will be
received and treated by the mass me
depending on the strength shown thr
the arguments of the official authority